Synchrony & Inc.:
The Pillars Project 2019 Recap
GO FULLSCREEN
scroll back to top
The Synchrony Pillars Project was created to celebrate small business leaders who shape their local community, strengthen their economy, and define what it means to be from a particular place. Synchrony chose ten winners who are changing what’s possible for their communities and awarded them a feature in Inc. magazine, a three-day summit in New York City, and a financial grant to put toward growing their business. With continued relationships and support, Synchrony is in turn changing what’s possible for them.
10 Pillars: Who they Are
Magazine feature & launch day
Event @ Inc HQ / Photo Shoot / Interviews
Synchrony awarded the Pillars with a three-day summit in NYC, and financial grants to put toward growing their businesses. Inc.’s headquarters hosted a day of seminars and networking, as well as interviews and photo shoots for the Inc. special print section.
The Summit
Synchrony generated launch day excitement at their own offices, in a big way.
SYNCHRONY CELEBRATION
The issue stood out on the stands of Barnes & Noble, Whole Foods, Hudson News and beyond!
DIGITAL & social
Press
Synchrony and Inc. launched comprehensive social media promotional programs to share the Pillars’ stories.
SHARING STORIES
Success metrics!
Long Arm
Mechanics
levon
arnold
Boise, Idaho
Pollard's Sew Creative
Glendora, CA
jennifer
nobile
CycleWorks
Lake Jackson, TX
BENJAMIN
MADARY
Gowanda Harley-Davidson
Gowanda, NY
SARA
VINCENT
Pauls Furniture Co
Selden, KS
rENEE
sPRESSER
Classic Diamonds
& Jewelry
New York, NY
Samir
maharjan
Best Buy
Flooring
Henderson, NV
Meelad
Dezfooli
Dau Furniture
Ellisville, MO
Cara
dau allen
Buddy Roger's Music
Cincinnati, OH
bill
hARVEY
Harry Katz Carpet One Floor & Home
Mineola, NY
Cynthia
katz
sIgadel
Ten small business leaders who shape their local community, strengthen their economy, and define what it means to be from a particular place.
THE PILLARS
What better way to celebrate the sweetness of success than with a chocolate bar?
Synchrony helped their employees become Inc. cover stars!
STRIKING POSES
The Pillars not only took center stage on the first-ever flip cover of Inc., their stories were the framework for the seventeen-page special section.
COVER STARS
MediaPost covered the Pillars Project partnership in a October 31st article titled “‘Inc.’ Magazine Partners With Synchrony On 15-Page Spread.”
read all about it
Thank
you.
ABOUT
10 PILLARS:
WHO THEY ARE
EVENT @
INC HQ
magazine & launch day
digital
& social
press
total
impressions
The Pillar profiles, object lessons, and key insights pieces from the print section were translated into digital articles with strong visual elements.
GOING DIGITAL
Synchrony and Giant Spoon collaborated to design and build a beautifully designed site to highlight the Pillars Project content. This site helped to drive readers to the content on Inc.com as well.
MAKING CONNECTIONS
9MM
CTR
3.62%
Over impressions delivered over 2 months!
7.7MM
Brand
Impressions
Over page views against Pillars content on Inc.com
130K
on the High Impact Welcome Mat (vs 3.55% Inc. benchmark)
Social
Impressions
1.3MM
on Social posts
(vs 0.92% Inc. benchmark)
CTR
1.81%
Over engagements on social media (Facebook was a top performer)
22,000
Starch Metrics (Synchrony Brand Ad)
Actions Taken by Those Who Noted the Ad
Have a more favorable opinion
Looked for more info about the product/service
Considered purchasing the product/service
Purchased the product/service
Visited a social media site/app
Advertiser
Category Norm (1,311 Ads)
Category Index
42%
21%
200
28%
17%
165
Recommended the product/service
15%
13%
115
18%
14%
129
14%
6%
233
21%
8%
263
34%
21%
162
25%
16%
138
19%
7%
271
23%
14%
164
13%
6%
217
20%
8%
250
Advertiser
Category Norm (1,311 Ads)
Category Index
Actions Taken by Those Who Noted the Ad
Have a more favorable opinion
Looked for more info about the product/service
Considered purchasing the product/service
Clipped/saved
the ad
Purchased the product/service
Visited a social media site/app
22%
16%
138
Visited
website
Those who noted the Synchrony section in the November 2019 issue said the following statements describe the brand “extremely well” or “very” well:
74.7% - Synchrony is a Small Business Supporter (42.1% for non noters)
·
74.7% - Synchrony helps build my business (38.1% for non noters)
·
77.2% - Synchrony provides products and services that contribute to the success of my business (38.1% for non noters)
·
65.6% of readers who noted the Synchrony section in the November 2019 issue said they have a “very favorable” or “somewhat favorable” opinion of Synchrony (vs. 37.9% of those who did not note the section)
Over 660K copies of the November issue were seen by over 1.3 million readers.
Issue
Total
Total
Print
Total
Digital
647,726
12,663
660,390
Across the board, the Synchrony Print ad outperformed other print ads in the November issue across key metrics:
STARCH Metrics (Branded Content Pages)
91% of Starch Respondents “Read Any” of the content with 63% “Reading Most.”
Starch results showed that readers who remembered / “noted”
the content pages outperformed the issue average on key metrics!
When asked: when choosing a financial partner for your business, which of the following brands would you consider? 44% of those who noted the content said Synchrony vs 14% from those who did not note the content